| Some people in sales think a lead is a name | | | | |
| from a list. That's not correct. A name from | | | | If you could have that, how would it impact |
| a list is not a lead--it's a suspect, a total | | | | you? |
| stranger and it does not matter if they meet | | | | |
| some criteria (e.g. age, occupation, net | | | | If you don't solve that, what's the long term |
| worth). A true lead meets your criteria AND | | | | cost to you? |
| has expressed interest in what you offer. | | | | |
| Specifically, the lead has responded to an | | | | How does that make you feel? |
| email, a print ad, a piece of direct mail, | | | | |
| etc. A true marketer and sales professional | | | | Are you satisfied with that? |
| only contacts people that have first | | | | |
| expressed interest. | | | | Since people buy emotionally, you must get |
| | | | them to reveal what motivates them |
| Now that you have a lead, how do you turn it | | | | emotionally. Until you do, do not proceed to |
| into a sale? | | | | your next step (to set an appointment, ask |
| | | | for the credit card, close the deal) as you |
| You don't call the lead and say, "I'm | | | | will fail. Too many sellers ask for the order |
| following up....." EVERY sales person says | | | | too early and they get objections. First, get |
| this and the phrase has now become synonymous | | | | your prospect to reveal what motivates him |
| with "get ready for my sales pitch." Your | | | | emotionally and then you ask if he would be |
| lead automatically gets defensive (no one | | | | interested in a solution to that problem |
| likes to be sold) and your chance of a sale | | | | opportunity. Only when he says yes, do you |
| is close to zero. Rather, call the lead and | | | | proceed to the next step. |
| say "Bob, you returned a card expressing your | | | | |
| interest in having more.....better...(fill in | | | | "Bob, if there were a solution to that |
| the blank), is that still of interest to | | | | problem, what would that be worth to you? So |
| you?" The only words that should come out of | | | | if you could have the solution for only 10% |
| your mouth are the benefits your lead | | | | of that amount, you would want to know about |
| desires. Your first task is to engage your | | | | it? Great, then (set an appointment, ask for |
| lead, not to talk about your product. | | | | the credit card, close the deal)." |
| | | | |
| Next, you don't say "we have" or "my company | | | | I know that sellers tell me they are client |
| offers" as these phrases are synonymous with | | | | focused or customer focused but it's not |
| "get ready for my pitch." Again, these will | | | | true. They are product focused and my-agenda |
| make your lead defensive. You do say, "I | | | | focused. If your personal mission or company |
| don't know if I can help you...may I ask you | | | | mission is to really help someone, then it |
| a few questions about your (business/heath | | | | becomes easy to turn leads into sales. |
| investments, fill in the blank)?" You disarm | | | | Because your objective changes from "getting" |
| the defensiveness of the prospect by stating | | | | people to buy your product to "finding" |
| you don't know if you can help. | | | | people who want what your product offers. You |
| | | | can only determine that by asking questions. |
| Next, you ask intelligent questions about | | | | And when you encounter someone that does not |
| what's important to HIM. The best thing you | | | | have an interest in your product, you move |
| can do here is forget about the features and | | | | on. |
| benefits of your product because your lead | | | | |
| does not care. He cares only about what's | | | | The key to turning a lead into a sale is to |
| important to him. So to really listen, you | | | | leave your agenda to the end of the |
| need to forget your spiel. As your prospect | | | | conversation and get your lead to reveal his |
| reveals answers to your questions, you ask | | | | emotional agenda first. Then you have the |
| deeper questions to reveal their emotional | | | | relatively simple process of showing your |
| desires. Questions like: | | | | prospect how your product fits his agenda |
| | | | (rather than convincing the prospect why they |
| Why is that important to you? | | | | should have interest in your agenda). |